Australian Made Label Campaign Aims to Boost Exposure for Local Acts

Image Credit: The Music Network
Scarlett Di Maio
| July 31, 2018

Would you be more inclined to buy a record if you saw an ‘Australian Made’ sticker on the cover?

Last week at IndieCon, Brisbane-based music tech company Nightlife Music launched a new campaign called Australian Played, which will see home grown releases displaying a sticker similar to those used on food products. The move aims to boost exposure for local acts.

The campaign has already been introduced in crowdDJ, Night Life’s in-venue music request app which features a licensed catalogue of more than 52,000 works and serves more than 5,000 sites around the country.

“If we want to buy local, we know what food, face products, electronics and clothing are Aussie made, so why not music?” Nightlife Music’s music director Matt Lymbury said.

“Our data and feedback show Australian businesses are parochial and want to play Australian music to Australian customers, but it’s getting increasingly hard to know or find Australian made music.”

“The finger has been pointed at radio and global streaming platforms for the lack of new Australian music exposure, airplay and charting.”

“But music quotas alone won’t solve the problem.”

“The highlighting of local artists like never before through a licensed platform, will also help the Australian music economy and help maintain our unique, Aussie identity.

“Australian Played is Australian paid.”

Nightlife Music services 7,000 locations including bars, pubs, hotels, retail chains and all major casinos, and claims a reach of six million people a week.

The announcement of this campaign comes off the back of Australian music trade associations joining forces to enforce compliance of music quotas earlier this year.

In March APRA AMCOS, ARIA and CRA revealed they are working “collaboratively and constructively” on the issue, with APRA AMCOS’ CEO Dean Ormston leading the charge.

Discussions surrounding quotes came to a head at last year’s Bigsound, where data presented revealed that leading broadcasters were consistently failing to hit their mandated content targets.

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